The company announced Saturday that its last day of service will be Friday, July 25 .
"Unfortunately, it is not possible for us to keep developing and running the service," Qplay marketing director Ashley Martin-Golis wrote in a blog post announcing the company shutdown. "We want to thank our investors and partners for giving us this chance, and we especially want to thank you, our users, for giving us a try."
San Jose, Calif.-based Qplay was founded in August 2012. Investors included Redpoint Ventures and Kleiner Perkins Caufield & Byers; the startup had not disclosed how much funding it had raised.
The $49 Qplay adapter, introduced in February, as well as the startup's iPad app for was able to access only free Internet video sites, including YouTube, Vimeo, Twitter, Facebook, Comedy Central, The New York Times and Yahoo.
However, the Qplay device did not let users connect with subscription-video services, like Netflix, Amazon.com Prime Instant Video or Hulu Plus -- which likely limited its appeal, relative to competing set-top devices like Apple TV, Roku and Google Chromecast.
Qplay's approach was to string clips together, based on a user's preferences, in a way meant to resemble traditional TV. The device's creators, Mike Ramsay and Jim Barton, were the two founders of DVR pioneer TiVo.
The company said it would give customers who purchased a Qplay TV adapter their money back, with refund requests to be accepted until next July 25 at 5 p.m. Pacific. All adapters will stop functioning as of next Friday, Qplay noted, "so please responsibly recycle your TV Adapter."
Related storiesJennXPenn, Connor Franta and Other YouTube and Vine Stars Featured in Fullscreen's First In-Real-Life FestivalYouTube Star Ray William Johnson Picks New Host of 'Equals Three,' Robby Motz (Exclusive)YouTube, to Keep Its Stars Happy, May Fund Content and Arrange Hollywood Hookups 2014 Variety Media, LLC, a subsidiary of Penske Business Media; Distributed by Tribune Content Agency, LLCCopyright © 2015, The Baltimore Sun